Analysis on positioning strategy of mainstream LED lighting products in Southeast Asia

As the development of LED lighting industry blue ocean, Southeast Asian market is attracting more and more manufacturers competing to enter. In order to successfully seize market share in Southeast Asia, accurate product strategy is an essential weapon. According to the different products and countries to develop the appropriate product specifications and prices, to promote their own brands or manufacturers have an important role in promoting the opportunity.

Overall, compared with the mature market in Europe and America, Southeast Asia market is not high requirements for indoor LED product specifications and certification, such as the LED bulb needs more biased low lumen value, basic function, high quality products. As can be seen, most of the current demand for LED lighting products in Southeast Asia is still in the primary stage. However, for the main project for the municipal road lighting project, the product specifications and lighting effects have certain requirements. Government procurement of products more stringent standards, resulting in the quality of competitive pressure, thereby enhancing the quality and performance of products. In this article, we will analyze the product specifications and price positioning of Southeast Asia with bulb bulb, lamp tube and street lamp.

Ball bubble lamp: market favor low brightness, high cost of basic products

LED bulb in the Southeast Asian market, especially in Thailand, Malaysia, Indonesia, the market for the largest low lumen LED bulb (250~400lm), most of its life is 15000 hours, in addition to the Philips line and other international manufacturers to launch the dimming function products, local manufacturers in Southeast Asia less dimming products launched.

In terms of pricing, the lowest price in Thailand, 350lm and 600LM price of USD1~6. Many international and local manufacturers have recently made a substantial price reduction for LED bulb lamp products, with the intention to expand the market with low price advantage. Enterprises in the design of the LED bulb bulb specifications, in addition to grasp the difference between different countries, low lumen, high cost of basic products is a tool to enter the Southeast Asian market.

Thailand LED bulb lamp specifications and prices

Lamp: 18W and 36W alternative products for the mainstream market

LEDT8 market in Southeast Asia, most of the specifications for the replacement of 18W and 36W traditional lamp products, first-line manufacturers product life of 40000 hours. Prices, Vietnam, Indonesia and Philippines have a greater difference in product prices, the other three countries with the difference between the price of brand products. With the continuous fermentation of commercial lighting, replace the traditional 18W and 36W tubes in the Southeast Asian market, the proportion of LED lamp market will continue to expand.

Street lamp: target oriented, high performance requirements

60~240W LED street lamp is the most commonly used specifications in the Southeast Asian market, the local manufacturers of light efficiency is basically 100lm/W, waterproof and dustproof level of at least IP65. The price of street lamp is different according to the type of project. Therefore, manufacturers should take the case as a guide, according to the requirements of the design of the product line, in order to expand their product market influence.

Product segmentation strategy, accurate identification of market demand

To sum up, the enterprise in the development of product planning, the first to distinguish between types of products, the market may differ greatly in specifications and price preferences of different products; secondly, to develop product positioning strategy according to the specific characteristics of the target country. In addition, for street lamps and other outdoor lighting, according to the different requirements of the project, the development of different product specifications and prices. In addition, due to the Southeast Asian market is a tropical climate, hot and rainy throughout the year, the need for manufacturers in the design of heat dissipation and waterproof function of the foot.

In addition to product specifications, manufacturers should also be based on different countries per capita income, electricity tariffs, tax rates, market structure, etc.. For example, Singapore's per capita income is high, the price of its products are correspondingly higher; and Thailand, as a result of the various types of LED lighting manufacturers more intense competition, so the price is low.

Details: 2016 southeast Lighting Market Report

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